Here’s a thought: During the holiday season, when weary and stressed consumers hit the road, why not lend a helping hand? This past season, Yahoo waltzed into two California airports offering to foot baggage costs for travelers.
The simple but wildly effective effort is experience-based branding at its best: surprising, memorable, and entirely newsworthy. Unfortunately, it was limited to only San Francisco International and San Jose International two airport. Thus the “You In?” campaign had a limited effect on the public. (Even still, grateful participants tweeted about it, which generated national buzz.)
On the other hand, the company rolled out It’s Y!ou campaign—traditional media buys adding up to some $100 million. It would have been interesting to see that money put toward more efforts like the goodwill airport work. It’s certainly generated more press.
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